search query: @author Hanssens, D. M. / total: 6
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| Author: | Gatignon, H. Hanssens, D. M. |
| Title: | Modeling marketing interactions with application to salesforce effectiveness. |
| Journal: | Journal of Marketing Research
1987 : AUG, VOL. 24:3, p. 247-257 |
| Index terms: | MARKETING MODELS MARKETING MIX |
| Language: | eng |
| Abstract: | A general class of market response models with marketing parameter equations are proposed to be used for the study of marketing interactions. The issues of modeling marketing interactions are discussed. A general modeling method is outlined. A time varying parameter model is presented with a linear functional form. A case of allocating communications efforts between personal selling and advertising in the face of varying competitive conditions is discussed. Hypotheses are summarized, the empirical setting is outlined and a model specification is presented. The plausibility of the results is examined. Normative implications are summarized. |
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